The orchestra model as the basis for teaching tourism experience design

The topic of modifying settings and service delivery to enhance consumers’ experiences is a potentiallydistinctive component of tourism hospitality and events education. Nevertheless, educators in theseinterest areas are faced with a challenging task. The challenge is one of delivering a signature set oflearning opportunities which empower graduates with the skills to create superior experiences. Likeother key issues in pedagogy, having a conceptual basis for the endeavour is fundamental. This studyreviews the conceptual origins of our understanding of tourist experience, considers key directions in thefield, and asserts the value of the orchestra model of experience. Key principles of approaching servicedesign tasks are outlined: being emic, considering realistic and sustainable options, using consumersegments and tracking the use of space over time. A range of tools to assist in the contemplation, creationand communication of design are highlighted. Potential Australian cases for teaching and learningconsideration are documented and the wider implications for the integration of teaching, research andmanagerial partnerships are seen as valuable aspects of the activities.